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TEC-SYOB-OnlineMarketingOverview
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TEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverview
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TEC-SYOB-OnlineMarketingOverview
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TEC-SYOB-OnlineMarketingOverview

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Terenure Enterprise Centre - Start Your Own Business Course - Online Marketing Overview with Case Studies

Terenure Enterprise Centre - Start Your Own Business Course - Online Marketing Overview with Case Studies

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  • 1. SYOB - Digital Marketing For Business <br />Keith Feighery<br />
  • 2. Summary<br />Introductions<br />The Changing Digital & Customer Landscape<br />Online Marketing Strategy<br />Content Marketing<br />Social Marketing<br />Online Marketing Tactics – PPC, SEO, Email<br />Q & A<br />
  • 3. Introductions<br />
  • 4. Introduction<br />Owner of Digital Insights<br />Work with clients Developing Online Business Channels<br />Lecturer with DIT in MA Digital Media Technologies<br />Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT<br />Work with university incubation centres – LINC and Synergy IT Colleges<br />12 Years working in Software Industry<br />Irish and International Companies<br />Developed Online Retail Businesses<br />www.BabaBeag.ie<br />30,000 Customers over 50,000 Subscribers to email<br />
  • 5. The Changing Digital Landscape<br />
  • 6. Traditional Marketing Vs Social Engagement<br />
  • 7.
  • 8. Where is everyone?<br />
  • 9. Social Media Landscape<br />
  • 10.
  • 11. Key Platforms for Customers<br />Social/Professional Networks<br />Facebook, LinkedIn(Main ones in US and Europe)<br />Blogging/Micro-Blogging/Lifestreaming<br />Wordpress, TypePad, Twitter, Posterous, Tumblr<br />Video, Audio & Photo sharing<br />YouTube, Vimeo, Blip etc.. <br />Flickr, Photobucket, TwitPic, YFrog<br />Mobile<br />Foursquare, Facebook, Twitter, Yelp <br />Bookmarks/Sharing<br />Delicious, StumbleUpon, Digg, Google Profils<br />
  • 12. Online Marketing Strategies<br />
  • 13. Businesses need to understand changes in digital landscape and customer behaviours and how this affects their businessOnce they understand THISThen they should implement digital marketing programme – not before<br />
  • 14. Web Strategy<br /><ul><li>Have a clear and defined business objective for your web presence
  • 15. Sales, Information, Lead Gen, Build Awareness, Customer Retention
  • 16. Know exactly who your audience is – and where they reside digitally
  • 17. Develop a content strategy for your site and digital channels – that adds value for your customers
  • 18. Build relationships – not always selling
  • 19. Optimise and promote content across digital channels (web, social media, offline etc.) </li></li></ul><li>Key Online Marketing Tactics<br />Content & Inbound Marketing<br />Social Marketing<br />Pay Per Click Advertising (PPC)<br />Search Engine Optimisation (SEO)<br />Email Marketing<br />Measurement and Analytics<br />
  • 20. Content & Inbound Marketing<br />
  • 21. Hubspot – Inbound Marketing Company view<br />
  • 22. Outbound Vs Inbound Marketing Strategies<br />Outbound marketing strategy: <br />More traditional approach – can also be referred to as ‘push messaging’. <br />Business decides on a particular message and pushes it out into the marketplace.<br />Finds customers by building brand awareness through advertising and promotion. <br />Inbound marketing strategy:<br />New and emerging approach – can also be referred to as ‘pull messaging’.<br />Business aims to be ‘get found’ by customers<br />Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. <br />
  • 23. Differentiated Digital Media Model<br />Owned Media – such as website<br />Paid Media – such as display ads<br />Earned Media – such as viral campaign<br />
  • 24. Owned Vs Paid Vs Earned Media<br />
  • 25.
  • 26. Owned Media<br />Areas to consider<br />
  • 27. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, blogs, social profiles, digital conversations/interactions etc.<br />Brands/Businesses becoming publishers media outlets<br />No limits to what an organisation can publish online for the consumption of their constituencies<br />Become trusted knowledge experts in your business or sphere of operations<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, educative, informative etc..<br />Allow user participation and transparent engagement<br />
  • 28. Various Types of Content<br />TheContent and Digital Mediaon your Web site, otherMicrosites, Partner Sites etc..<br />Whitepapers, Case Studies,Webinars, Podcasts<br />Blog Posts,Reader Commentsand Reactions<br />Tweets, Status Updates<br />E-mail Newsletters<br />Facebook posting, Updates, Interactions on Fan Pages<br />Videos, Demos,Presentations, ScreencastsandCustom Animations<br />Product/Service Reviews & Customer Testimonials<br />Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.<br />
  • 29. Content Marketing <br />Characteristics of Success<br />Understanding the informational needs of your customers<br />Knowing how those informational needs mix with your marketing goals and objectives <br />Mapping content schedule to user profiles and buyer cycles<br />Being consistent (content marketing is a marathon, not a sprint)<br />Listen and continually evolve the program<br />.<br />
  • 30. Advantages of effective content<br />Creates the means to be “findable” on the web<br />Creates demand generation and awareness through publishing, distribution and “shareability”<br />Creates a less-frictional way of converting prospects into sales<br />When used in conjunction with lead management systems<br />Helps build long-term relationships rather than one-off sales <br />Creates ‘stickiness’ to your owned media assets (rather than to paid ones)<br />
  • 31. Who creates the content?<br />Internally<br />Find employees who are knowledgeable and want to write<br />Re-purpose content that has been created over time for different media<br />Partners, customers and third party experts<br />Publish whitepapers, webinars, eBooks, articles etc…with partners<br />Customers<br />If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..<br />You can allow customers to make product recommendations – crowd sourcing<br />
  • 32. Content Marketing: Success Vs Failure<br />Characteristics of Failure<br />Always selling, rather than informing and educating <br />Not listening, thus not evolving the content program<br />.<br />
  • 33. Some Social Case Studies<br />
  • 34. Cully & Sully<br />
  • 35. Hairybaby<br />
  • 36. Dazzledust<br />
  • 37. Groupon – CityDeal.ie<br />
  • 38. Ikea – Malmo <br />
  • 39. The Good Mood Food Blog<br />
  • 40. Kogi BBQ<br />
  • 41. Blacknight<br />
  • 42. Beaut.ie<br />
  • 43. Social Platforms<br />
  • 44. FacebookPages<br />
  • 45. The Rise of Facebook<br />
  • 46. Business Pages<br />
  • 47. Irish Political Parties<br />
  • 48. Charities & Not for Profit<br />
  • 49. Bars - Facebook<br />
  • 50. Twitter<br />
  • 51. Twitter <br /><ul><li>Excellent B2B and B2C networking tool
  • 52. Great potential for building relationships
  • 53. Directly with customers
  • 54. Good examples Beaut.ie, Blacknight.ie, kogibbq
  • 55. Good listening tool
  • 56. What is being said about you and most importantly are you hearing it?
  • 57. Easy to engage with customers
  • 58. Reach out to them and resolve issues and improve service to them
  • 59. Opportunity to convey a personal dimension rather than marketing speak
  • 60. Has become mainstream over 2009/2010
  • 61. 1400% growth over past 12 months</li></li></ul><li>Twitter Clients<br />
  • 62. Small Biz<br />
  • 63. Journalists<br />
  • 64. Useful Resources<br />
  • 65. Blogging<br />
  • 66. Blogging <br />Effective way of building community and improving SEO<br />Common Blogging Platforms<br />WordPress, Type Pad, Bloggers, Blogspot<br />Excellent way of engaging with readers <br />Inform followers what is of interest to you<br />Can use an informal style <br />Show human face of organisation<br />Participate in wider conversations <br />Leave comments, interact, generate interest, etc..<br />Search Engines <br />Love regularly updated content<br />Now MNCs are encouraging employees to Blog and engage with social media<br />IBM, Dell, Intel and Cisco <br />
  • 67. Blogs<br />
  • 68. Blogs<br />
  • 69. Blogging Tips<br />Connect to your most important keywords.<br />Important for Search Engine Optimisation<br />Grow the number of influential referral sites. <br />Critical to get authoritative inbound links to your site<br />Don’t forget the outbound links.<br />Be generous with links to other blogs and websites and others will return the favor and build your traffic for you.<br />Understand the location of your audience.<br /> Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.<br />Measure endurance.<br />Measure return visitor and length of time spent on site<br />
  • 70. Blogging Tips cont.<br />Find and nurture your VIPs.<br />Make sure you respond to key people – thos who subsribe and comment<br />Use Twitter for blog PR.<br /> If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly.<br />Use URL shorteners to gauge subject interest.<br />UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets. <br />Build cross-referencing across social media tools.<br />No social media tool is an island. All tools should cross-reference each other – don’t necessarily re-publish the same content on each platform<br />Embed and measure calls to action. If we can get people to a landing page, we should. <br />
  • 71. Review Sites<br />
  • 72. Yelp<br />
  • 73. Yelp – Bars & Restaurants<br />
  • 74. Photosites<br />
  • 75. Photosharing Sites<br />
  • 76. Video Sites<br />YouTube, Vimeo, Blip.tv<br />
  • 77. Video Sites<br /><ul><li>Very useful marketing tool
  • 78. Old Spice, Tippex, Blendtec etc..
  • 79. User-generated content
  • 80. Run competitions for customers to build content (see Pat The Baker example)
  • 81. Best Job in the World etc..
  • 82. Extending digital footprint and brand-building purposes
  • 83. Create engaging content, tag videos with keywords and distribute on a wide network
  • 84. Post all content and video blogs on your website and distribute on free video sharing sites</li></li></ul><li>Video Sites<br />
  • 85. LinkedIn<br />
  • 86. Professional Networking<br />
  • 87. Social Bookmarking, RSS and Sharing<br />
  • 88. Social Bookmarking & RSS<br /><ul><li>Add Bookmark Buttons to sites
  • 89. Sociable, AddThis, Share are widely used
  • 90. Link all social profiles from website
  • 91. Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc.
  • 92. Ensure that RSS is enabled
  • 93. Feedburner, GoogleReader, MyYahoo, NetVibes
  • 94. Add rating and individual bookmark buttons
  • 95. Digg, Technorati, Reddit, StumbleUpon, Delicious
  • 96. Yahoo Pipes
  • 97. RSS and Lifestream aggregator </li></li></ul><li>Bookmarking, Sharing & RSS<br />
  • 98. Pre-requisites for Social Media<br /><ul><li>Essentials of a successful campaign
  • 99. Know your target audience
  • 100. Plan goals and aims of campaign
  • 101. Prepare internal organisation for impact of social media
  • 102. Identify stakeholders and task them with ownership
  • 103. Pick platforms and tools that relate to your identified audience
  • 104. Implement a pilot programme and monitor and analyse campaign progress
  • 105. Revise approach and campaign based on feedback
  • 106. Roll-out on different platforms and business areas incrementally</li></li></ul><li>Implementing Social Media<br />Benchmark existing stats<br />Current site statistics - PPC and Organic Search <br />Twitter followers, Facebook fans, Digg Links, existing traffic etc..<br />Quantify ROI benchmarks – customer acquisition, advertising spend per channel<br />Design and develop the campaign<br />Decide on channels<br />Stakeholders <br />Expectations<br />Pilots<br />Revision points<br />Monitoring process<br />Engagement process<br />
  • 107. Measuring Social Media<br /><ul><li>Traffic
  • 108. Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..
  • 109. Levels of Interaction
  • 110. Comments etc… - engaged customers are quality customers
  • 111. Sales
  • 112. Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)
  • 113. Leads/Conversions
  • 114. If not possible to convert online – therefore create other measaurable conversions
  • 115. Links
  • 116. Video links – Tagged: YouTube, Vimeo, Blip.tv
  • 117. Blog Links – trackbacks, comments, direct references
  • 118. Digg Links
  • 119. Brand Metrics
  • 120. Positive Brand Associations
  • 121. Word of Mouth
  • 122. Brand Awareness
  • 123. Propensity to Buy
  • 124. Brand Recall </li></li></ul><li>Online Marketing Tactics<br />Search Engine Optimisation (SEO)<br />Pay Per Click Advertising (PPC)<br />Email Marketing<br />Social Marketing Campaigns<br />Key Performance Indicators (KPIs)<br />
  • 125. Search Engine Optimisation <br />(SEO)<br />
  • 126. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  • 127. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  • 128. Pay Per Click Advertising (PPC)<br />
  • 129. PPC Introduction<br />Analyse your specific market <br />Use Keyword Tools<br />Analyse your online and offline competitors<br />Trellian.com, Google keywords tool<br />Create the PPC accounts<br />Google, Bing, Yahoo<br />Divide the main account campaigns, Ad Groups and Ads (with targetted keywords)<br />Enables highly targetted Ad Campaigns<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />Adjust constantly to ensure optimisation<br />
  • 130. PPC Tips<br />Match your keywords to optimised and tested landing pages <br />Ensure you optimise your Google "Quality Score”<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool<br />Wordstream<br />Wordze<br />WordTracker<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  • 131. Email Marketing<br />
  • 132. Email Applications<br />
  • 133. Best Practices of Email Marketing<br />Create segmented targeted lists – NOT one size fits all<br />Optimise and test subject lines, time of delivery, from addresses, email copy etc..<br />Deliverability <br />Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records<br />Clear Calls to Action<br />Ensure clear to customer what next step is<br />Share with Social Network<br />Make it easy to share email content with networks<br />
  • 134. Best Practices of Email Marketing<br />Organic Opt-in List Growth<br />Don’t buy lists – when people unsubscribe – ensure they are<br />Remind recipients why they are receiving mails<br />Be relevant and provide value not marketing messages<br />Frequency<br />Think relevancy – ALWAYS be cognisant of SPAM<br />Constantly Test<br />Test Content, Images, Subject Line, Address, Calls to actions, placements, layout<br />Template Design<br />Fresh brand centric design<br />
  • 135. Analysing<br />Key Performance Indicators<br />
  • 136. Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />Keywords: Measures – Objectives<br />Objectives:<br />Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs, <br />
  • 137. Online Key Performance Indicators<br />
  • 138. Typical Trackable KPIs<br />Number of Conversion<br />Cost per Lead, Cost per Sale<br />Bounce rates<br />Returning visitors<br />Recency Rates<br />Abandonment rate<br />Average order size (ecommerce apps)<br />CPA / Customer Lifetime Value<br />Average Revenue Per User<br />
  • 139. Additional Metrics<br />3rd Party Links – Partners, Referrals, Promotions, Affiliates <br />New account sign-ups<br />Article or press release views<br />Newsletter signups<br />Page views per session<br />No. of site specific downloads – products, articles, whitepapers, podcasts<br />No. of Webinar Views<br />
  • 140. Questions & Answers<br />
  • 141. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />

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